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On the Organizational Commitment for the Individual Life Insurance Agent

With the development of the life insurance industry, the individual life insurance agent plays a prominent role in the existence and development of life insurance company, while there are very few domestic researchers on organizational commitment (OC) of individual life insurance agent and lack of theory on individual life insurance agent management. The research on OC of individual life insurance agent has drawn the attention of management academia and life insurance company.

Taking two marketing areas of New China Life Insurance Company Shaanxi branch as an example, this paper makes a positive study on the structure and characters of individual life insurance agent, in order to construct the questionnaire pattern which is applicable in the research on OC of individual life insurance agent. Then it clarifies the impact of population characteristics (sex, place of birth, age, marriage status, personal income, burden of raising a family, educational level, etc) and job characteristics(duty level, work experience, job-hopping frequency) on OC, and provides some references to the optimization of organization management of individual life insurance agent industry.

The research is mainly composed of two parts. In the first place, on the basis of interviews with individual life insurance agents with regard to relevant documents, questionnaire on OC of individual life insurance agent came out and the individual life insurance agents were involved. In the next place, the paper analyzed the effect of both population and job characteristics on their OC and presented cycle model concerning individual life insurance agent.Five chapters were involved.

The first chapter overviewed the theoretical background, purpose of the paper and research development related to OC home and abroad. The second chapter gave a clear definition to the concepts of individual life insurance agents and OC and meanwhile introduced some theoretical information related to the scale and model of OC. In the third chapter, questionnaire on New China Life Insurance Company Shaanxi Branch was designed and distributed among quite a few individual life agents on the basis of interviews with individual life agents and managing workers from the company.

By analyzing data of the questionnaires, the structure of OC among individual life insurance agents was unfolded as follows: Ideal Commitment(IC), Affective Commitment (AC), Continuance Commitment (CC) and Normative Commitment (NC). The fourth chapter analyzed possible antecedents of OC from two perspectives, population characteristics (sex, place of birth, age, marriage status, personal income, burden of raising a family, educational level, etc) and job characteristics(duty level, work experience, job-hopping frequency).

The fifth chapter made a conclusion, then pointed out the shortcomings of this research and took a view of subsequent researches.The result showed that first, OC should be four-dimensional a structure-IC, AC, CC and NC. Next, sex, place of birth and burden of raising a family doesn’t affect the level of OC among individual life insurance agents, while factors including age, income, duty level, work experience and job-hopping frequency does leave a notable effect on IC, AC and the total level of OC among individual life insurance agents. Besides, married agents show higher CC than unmarried ones and finally educational level also has a remarkable effect on IC.

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